Wisdom in a nutshell the 22 Immutable Laws Of Branding How to Build a product or Service into a World-Class Brand

17.  The Law of Color 

 

A brand should use a color that is the opposite of its major competitor’s. 

 

There are five basic colors: red, orange, yellow, green, and blue. Neutral colors 

are black, white, and gray. It is best to stick to one of the five primary colors 

rather than a mixed or intermediate color.  

 

Red appears to move towards you, while blue is a more laid-back color. Red is 

an in-your-face color. If you want to communicate corporate stability, use blue.  

Red is more of a retail color and is used to attract attention.  

 

White connotes purity. Black may communicate luxury. Blue is the color of 

leadership. Purple means royalty. Green is the color of the environment and 

health. Do not select a color for your brand identity based on mood alone. The 

best color is normally the one most symbolic of the category.  

 

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22 Immutable Laws Of Branding 

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How important is color to a brand? Well, haven’t you noticed how people 

instinctively know when it’s a Tiffany’s box under the Christmas tree? How do 

people know it’s a FedEx delivery from a mile away? 

 

Look at what color has done for brands like Caterpillar, United Parcel Service, 

and Coca-Cola. If you don’t realize why color is an important part of a brand, then 

you’ve got a case of corporate colorblindness!